W+K Amsterdam launched a new campaign for Nike Football entitled “Spark Brilliance” with a 90-second spot starring French midfielder Blaise Matuidi.
The spot opens with Matuidi as a boy witnessing a brilliant play by Nigerian midfielder Jay-Jay Okocha in his prime and experiencing something of an athletic spiritual awakening exemplifying the title. Determined to become a great player in his own right, Matuidi constantly practices his game and when he gets knocked down by a bully performs a series of push-ups before getting back up. Over the course of the ad, he evolves from a kid playing pick-up games to training hard and transforming into a consummate professional who can continue to “Spark Brilliance” in the next generation of young talent. This isn’t exactly new ground for Nike, to be sure. However, the execution is spot-on enough and the general premise such a likable and inspiring one that it should win over most viewers. The spot launches on broadcast in France in 15, 20 and 60-second versions, along with the full length, and will roll out globally soon, arriving ahead of the summer’s European Championships.
“Blaise Matuidi is an infectious footballer, his style and swag, on and off the pitch, has made him a beacon of French popular culture,” said W+K Amsterdam creative directors David Smith and Craig Williams. “Just google ‘charo life’ to feel the Blaise effect.”
Credits:
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Craig Williams, David Smith
Art Director: Sébastien Partika
Copywriter: Edouard Olhagaray
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Elissa Singstock
Planner: Stéphane Missier
Communications Planner: Josh Chang
Digital Strategist: Greg White
Group Account Director: Kathryn Addo
Account Director: Tim Ryan
Account Manager: Jorge Fesser
Project Manager: Loes Poot
Business Affairs: Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY: DIVISION FILMS
Director: Fleur+Manu
Director of Photography: Steve Annis
Producer: Jules de Chateleux
Executive Producer: Jules de Chateleux
EDITING COMPANY: WHITEHOUSE POST LONDON
Editor: Russell Icke
AUDIO POST: WAVE STUDIOS AMSTERDAM/ GRAND CENTRAL
Sound Designer/Mixer: Alex Nicholls Lee/ Raja Sehgal
RECORDING STUDIOS LONDON
MUSIC
Title: “Shining Star” (Sebastian Remix)
Original Artist / Remix Artist: Earth, Wind & Fire (Remixed by Sebastian)
Publishing & Master Recording: Sony/ATV & Sony Music Entertainment
Remix: Ed Banger Records
POST PRODUCTION GLASSWORKS AMSTERDAM
Flame: Morten Vinther (Head of 2d) Kyle Obley (VFX Sup/ Flame)
3D: Rudiger Kaltenhauser
Telecine: Daniel de Vue
Producer: Anya Kruzmetra, Christian Downes
PARTNER AGENCIES
Media Agency: Mindshare Paris
Digital Agency: RGA London